Capturing Elegance: Journey With Us Through Our Transformation
What was WagaWood, the Konjic-based atelier for masterful wood-carving, recently became WAGA – a brand name that propels our unique take on slow craft into the future of design. And to capture this essence, the time was ripe for a new brand identity. What better way for us to offer you a glimpse into that process, than a behind-the-scenes look at our rebranding photo shoot — where each frame whispers its own tale of skilled precision and creative soul.
In the soft morning light, we arrive at the heart of it all, in the city of Konjic. Nestled on the banks of the emerald river Neretva, hugged on all sides by lofty woodlands, we’re at the WAGA workshop. This is the birthplace of our founder, architect and designer Jasmina Dizdarević. The wood design studio that she established here in 2015 has now grown into a hefty work space, where environmentally conscious production is lovingly nurtured by skilled craftswomen and men. It is here that our first moment of photo magic unfolds.
“Here, we create hand-craft pieces from high-quality, sustainably sourced local wood, such as the Bosnian walnut and maple. A story of passion for aesthetics, tradition and hand-crafting. Three years ago, Georges-Antoine Ventillard, a Frenchman with Bosnian roots, joined this beautiful story as co-founder.”
– Jasmina Dizdarević, WAGA founder
Today’s creative team consists of our Parisian rebrand consultant Leyla Mattison, Sarajevo-
based photographers Studio Soba, the creative collective Styležurnal from Mostar, and a
graphic design agency MxN Little Creative Factory. On a mission to discover the essence of
the WAGA process, they set up lights, camera, and mingle with our creative team of artisans.
The melodious tunes of sevdah music emanate from a nearby work station. Hammer in hand, a delicate pin in the other, we meet Seid, the artistic soul of WAGA’s woodworking team.
Always ready for a chat, he skillfully, and in the rhythm of a song, adds the finishing touches to DUNYA, a handcrafted wooden jewellery box that showcases the full artistry of traditional Bosnian woodcarving. The intricate design makes this creation a functional work of art that adds a touch of sophistication to every space it inhabits.
Seid tells us that woodcarving isn’t just a craft—it’s a way of life. From his early childhood, he’s been immersed in the world of wood, learning from his father and brother. As he finishes this unique piece, he relates that every element has a purpose and every detail in DUNYA tells a story. Grateful to have captured the master at work, we thank Seid for his dedication.
Amidst the gentle hum of creativity and the peaceful studio pace, we move from station to station, capturing the artisans in their loving process of creation. It is here, immersed in a world where the natural rhythm of life is respected, that we begin to understand why owning a piece of WAGA can offer such profound joy. Imbued with small rituals from the get-go, such as a fildžan of Bosnian coffee with lokum during break, WAGA encapsulates the idea of care and community.
This rebrand also heralds new additions to the already established kitchen showpieces. It
includes home decor items such as the PAR bookends, for a touch of contemporary
sophistication in a favorite reading space, or the table mirror SJAJ, a two-edition gem that
enriches any space with its timeless luster.
It is time to take this expanded, meticulously curated collection onto our next stop, and the
perfect backdrop to our second photo shoot of the day—an exquisite apartment in historic
Sarajevo.
The kitchen, a sanctuary of culinary artistry, emerges as the heart of our narrative. Here, the
team sets up and starts cooking, quite literally: oranges are sliced on our minimalist,
geometric RAMA cutting board and popped into the oven for a slow bake; figs get drenched
in honey on playfully composed TRIPTIH serving boards. And even a phone finds its elegant
home in our VAL phone holder at the counter top.
We’re in luck, the afternoon sun rays light up the set. Cameras in hand, our team ventures
into a realm where style harmonizes with function. Each WAGA piece, a testament to
craftsmanship and ingenuity, awaiting its moment to shine. With each click of the shutter, a
marriage of elegance and beauty invites our audience to embrace the joy of cooking with
flair.
But our rebrand story doesn’t end there. In the gentle embrace of natural light, we discover a
treasure trove of small nooks and crannies for our home decor essentials. With a keen eye for composition and balance, our team curates scenes that elevate the ambient. And here, once
more, we find Seid’s DUNYA, a true box of delight.
With every frame, our team seeks to capture the essence of home—a sanctuary where style
meets serenity. Each vignette, a tableau of tranquility, an invitation to embrace the art of slow
living.
And as the last rays fade to dusk, we can’t help but feel a sense of gratitude. Not just for allthe yummy treats we get to enjoy, post-shoot, but also for each other. For the opportunity to bring our vision to life, together; to share our passion for timeless design, our love for wood and slow craft, and our commitment to preserve nature and the richness of our heritage and culture.
In every photograph lies a little bit of the WAGA story, a glimpse of the extraordinary in the everyday. Indeed, we aim to be more than just a brand; we aspire to be a catalyst for meaningful connections, cherishing the remarkable tactile experiences of our creations, the perfect imperfections of man-made. Just as Seid said, a way of life.
We hope our journey through Bosnia and Herzegovina, and our rebrand shoot has inspired you to get creative with your cherished spaces too. We invite you to take a look at the final results on our brand-new website. An array of skilled craftsmen, designers and creatives have collaborated to offer you timeless pieces to elevate, savor and celebrate life, slowly. Every time you shop, there are a dozen of us delighting with you. Thank you.
